United Kingdom: Molson Coors UK to distribute Thai beer Singha as from the end of this month

Thai beer Singha will now be distributed in the UK by Molson Coors, the Morning Advertiser posted on July, 21.

Molson Coors will take over from Entbe, which has had sole distribution rights for the brand in the UK for the last 30 years, on 27 July.

The brewer said it would position the beer as an authentic Asian brand, aligning it with Far Eastern foods.

“Singha is a distinctive, ‘above premium’ brand with a compelling history and provenance,” said David Preston, director of marketing for portfolio brands and innovation. “It has positive, adventurous associations with the Far East and is enjoyed by the over three-quarters of a million UK visitors to Thailand every year.”

The move follows the recent announcement that the company was to enter into a joint venture with the beleaguered Cobra Beer brand.

“This marks a further move to enhance Molson Coors beer ‘with food’ brand portfolio,” said Preston.

22 July, 2009